Brian Chan Email & Phone Number

Shanghai, China

Springdale, Ar, Us

Manage branding, innovation, CMI for global 5 markets, including Europe, China, Asia Pacific, Latin America, and mid east. Direct reports including 5 directors from regional markets and IBU level.• Built strong brand in Asia, Europe, and UK with limited brand investment, with market share 36% in China, 20% in Malaysia, 10% in Thailand and Italy, 3% in UK and Singapore.• Coach and guide local country teams and develop multiple brand strategies to cultivate brands such as Tyson, Jimmy Dean (burger), Hillshire Farm (sausage), Frist Pride, Grab it (snack) in EU and Asia.• Grew topline 30% to 100+% in FY22 and FY23 across countries. Guided local team to identify TA (modern worker and affluent wife) need state & behaviors to revamp portfolio & brand communication strategies, focus on high gross margin Fully Cooked & processed meats categories to drive business growth. • Increased China brand penetration from 42% to 50% in key cities and grew market share from 30% to 36%, by merely investing A&P USD 10 mil. Restructured communication strategies by reinforcing premier high quality positioning, refreshing “Little cute fresh meat“ campaigns.• Produced 100,000+ metro tons all core menu products for McDonald’s China & HK (chicken, beef, fish, and pork) Led food service product innovations and invented LTO 26 items (out of 34) in FY22.• For China: created innovation value USD 245 mil in FY22, based on TA modern balancer consumer needs to build product portfolio & platform (easy real meal, family delight, fresh wholesome….) and adapted by channel & customer needs, and increasing consumer trial rate, buy frequency, and customer list-in willingness.• Co-op with Alibaba, including Tmall, Alimama (media), TMIC (innovation), & Tmall strategy center, to enhance omni-channel marketing, digital contents, performance marketing, CRM, and mega promotion, increasing O2O & EC channel share to 16.7% and 9%, compared to meat industry 6.8% and 4.5%.

Hershey, Pennsylvania, Us

Supervise branding, media, new digital, innovation, consumer insight, market intelligence, and online marketing. Successfully turn around biz in 6 mons, including increasing revenues, market share, gross margins, and OI; huge growth than last year and much ahead AOP.•Facing market declining -11.9%, developed repositioning strategy and action plan, including big idea and outstanding creativity; successfully increased POS sales and turned market share from negative to positive growth in 6 months, after years of declining since 2015.•Implemented mega campaigns “Give Her KISSES, Let’s Kiss Tonight” (送她KISSES，今晚就Kiss) from Apr to Aug, increasing offtake +22.2% and gross revenues +21%, while Gross margin increased +8% and OI ahead AOP by USD 3 mil.•Launched new product “Snack Mix” in Jun “Vitality prince & smart princess’ secret” (活力王子和聰明公主的秘密) and delivered 25% of total portfolio sales in the first month, and earned 0.5% market share by Jul. Most successful NPD during history.”•Developed summer promotion, including OOH, digital, OTV, and social. In 3 weeks, 483 mil social views, 10 mil digital clicks generating traffic, and EC increased sales revenues 5000%.•Launched Marvel IP products in Apr, in one month the campaign generated 2 mil digital clicks and grew +28% sales vs 2017, and helped mother brand turn around market share in Jun.•Develop 3 year innovation pipeline across categories, estimated to account for 50% portfolio sales. 2018 innovation account for 15% YTD sales; 2019 new 6 platforms account for 25% of total sales, including confirmed CNY gift box, with winning design over competitors +30%.

Springdale, Ar, Us

Manage multiple departments: branding, consumer insight, product(2 teams), R&D(3 teams), icing, PR, and trade marketing departments(4 teams).• Conducted first media campaign for Tyson: Just love little fresh meat, using limited budget and gaining huge success with 86% reach rate and 3.5 times and increasing brand awareness from 22% to 74%, unaided awareness 47%, top-of-mind 24%, and overall brand liking 9.2(out of 10). All brand equity index increase by 50%.(quality, familarity, premium-ness, uniqueness, pouplarity)• Conducted media buying: TVC, billboards, subway ads, subway tunnel, brand zone, bus bodies, radios, building LCD, print ads, new digital, and eCommerce platforms.* Retailer business sales revenues lifted 80% compared to previous year, with margin growing more than 50%, during the brand building period. • Strategy: analyze market, business model, finance model, consumer, category, and customer and develop long term and short term corporate strategies and marketing strategies.• Consumer insight: conducted U&A, shopper behaviors, pricing, package, concept research, product research, copy test, and campaign research; fully utilze reserch findings to strategy, innovation, renovation, communications, and promotion programs.• Promotion: supervised 4 mega promotions per year and supervise in-store activation programs, including promoter management, premiums, price-off, lucky draw, bonus packs, DM, and display.• P&L: develop financial models for all retailer products, with RSP, list price, discount rate, trading term, COGS, A&P, sales budget, G&A expense, and EBITA, to drive product top line & bottom line.* Upgraded all retailer category packages with modern black-n-red colors, successfully attracting more trials and repeated purchases. * Led national & factory R&D trams to develop and launch more than 50 SKUs of new products, including B2C and B2B products, with new flavors, new packages, and new pricing, increasing gross margin by 100%.

Vevey, Ch

Manage confectionery business unit (Hsu Fu Chi, one of Nestle Group Companies) in China. Manage multi-billion business, including branding, consumer promotion, regional marketing, trade marketing, research, & design functions.- Manage 8 brands, hundreds of SKUs, and 6 categories: sugar, chocolate, cake, biscuits, jelly, and snacks, leading to huge sales lift.- Manage mass media, including CCTV, terrestrial TVs, and local TV channels, prints, outdoors, and internet advertising.- Managed TV Commercials for Dr. Bear, CNY candies, and Sachima, including celebrity contact, script creation, and production works.- Led mega promotions, including Oct National Day, Chinese New year, Labor Day, & Children Day, leading to tremendous sales growth.- Maintain leading brand in sugar confectionary market.- Maintain Sachima leading brand position with huge market share and super growth rate.- Led kid's brand Dr. Bear and doubled the annual sales.- Led snack brand Migma with super growth rate.- Develop new brand, target new segment, and acquire new users. - Launched nealry 100 new products, including sugar, cake, and jelly categories, leading to huge growth rate.